Fight Against Bland
Integrated Campaign.
Bland food is boring. So we decided it was time to fight it with Oporto’s tasty, juicy, spicy, mouthwatering Bondi Burger.
Sad and bland lunches had become a national sad desk habit. Aussies all over the country were eating soggy leftovers and limp sandwiches with zero excitement.
So we launched Fight Against Bland, a national call-to-arms, inviting Aussies to ditch their boring desk lunches for an adventurous alternative—Oporto’s tasty Bondi Burger.
Social Activation:
We organised a Bland Food Amnesty. Oporto fans shared photos of their dull lunches in exchange for a free Bondi Burger, joining the movement to fight blandness and add flavour back into their lunchtime.
OHH
We amplified the campaign with animated digital posters, tempting passersby to trade up their leftovers for something hotter, juicier and far less sad.
Agency: Leo Burnett Sydney.